American Eagle has issued an official response following the controversy surrounding the “Sydney SweeneyHas Great Jeans” ad campaign. The ads featured Sweeney discussing genetics: “Genes are passed down… My jeans are blue,” before a narrator quips, “Sydney Sweeney has great jeans.” The campaign’s “jeans/genes” wordplay set social media ablaze, accusing the brand and Sweeney of echoing racialized beauty standards and even eugenic undertones.
Some argued the campaign evokes disturbing associations with white supremacy, especially given Sweeney’s fair features and the nod to inherited traits in the ad.Experts in cultural studies called out the campaign as “tone-deaf,“noting a similarity to propaganda-style imagery. Meanwhile, conservative voices praised AE for rejecting “woke” marketing.
PerThe Hollywood ReporterX account, American Eagle issued an official Instagram statement defending the ads and reiterating its intent to celebrate"Her jeans. Her story"and that"Great jeans look good on everyone.“Check it out below:
What This Means For Sydney Sweeney
American Eagle’s defense demonstrates how branding moves fast in the age of social media, as even a reversible pun can lead to accusations of symbolic messaging.The company insists the campaign was built to celebrate; however, their decision to neither fully retract nor double down, instead opting for selective clarification, suggests they saw value in the controversy.
Sydney Sweeney has yet to publicly address the political controversy, and the backlash has reignited attention to her 2024 Republican voter registration as seen inThe Guardian. Her silence has only added fuel to speculation around her cultural alignment, leaving the public to draw their own conclusions.
WhileSydney Sweeney’s movies, like her rom-comAnyone But Youhave proven her box office bankability (that moive grossed$220 million thanks to another viral marketing campaign that worked with younger audiences),this situation places her under a different kind of scrutinythat’s shaped less by talent and more by public alignment.
Whether this affects Sweeney’s career long-term remains to be seen, but the controversy may influence public perception as she takes on higher-profile roles. With Ron Howard’sEdenandEuphoriaalready on her resume and several upcoming projects on the horizon,brands and studios may begin to weigh the optics of casting someone at the center of a political firestorm.
Our Take On The Great Jeans Campaign
American Eagle’s controversial approach proves just how risky it is to rely on ambiguity in advertising. A pun is only funny until someone sees an agenda, and while Sweeney is a rising star (with a$40 million net worth) and the campaign delivered undeniable results, the fallout shows how easily jokes can land poorly in politically charged climates.
If Sweeney continues to avoid commenting,she risks alienating a portion of her fan basethat expects transparency from public figures. However, Hollywood has a long history of handling backlash, andher continued success will likely ultimately depend on the strength of her performancesand how well her team manages her public image going forward.
